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Impact of COVID ‐19 on consumers' impulse buying behavior of fitness products: A moderated mediation model
Author(s) -
Chiu Weisheng,
Grace Oh GaEun,
Cho Heetae
Publication year - 2021
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1998
Subject(s) - moderated mediation , impulse (physics) , structural equation modeling , mediation , covid-19 , psychology , perception , social psychology , pandemic , medicine , sociology , computer science , social science , physics , disease , quantum mechanics , virology , outbreak , infectious disease (medical specialty) , pathology , machine learning , neuroscience
During the COVID‐19 pandemic, consumers are found to be more impulsive to purchase fitness products online. Accordingly, the purpose of this study was to investigate a moderated mediation model of consumers' perception of COVID‐19 and impulse buying behavior through fear moderated by income. A total of 608 responses were collected from consumers in the United States, and this study employed partial least squares structural equation modeling (PLS‐SEM) to examine the hypothesized relationships in the research model. The results showed that the perception of COVID‐19 had a positive influence on fear, which in turn led to impulse buying behavior of fitness products. Moreover, consumers' income levels negatively moderated the positive relationship between fear and impulse buying behavior. The findings contribute to a better understanding of consumers' behavior and offer practical implications that enable marketers and retailers to predict consumers' behavior during the COVID‐19 pandemic.